COMPANY PROFILE PROMOTION elemis
Elemis has earned an international reputation for indulgent spa treatments and luxury skincare products that deliver effective results. Director of UK sales, new product development and training Noella Gabriel shares her vision
How did Elemis begin?
We started as a lifestyle bodycare brand in 1990 and it’s heartbeat was plant extracts and high quality essential oils, for example, the Milk Bath – an oil, milk and water aroma- therapy product which is still in our top 10 selling products today. We were teaching people about using active fragrances and active product bases rather than synthetic ones and educating the market that you get what you pay for. As a therapist I love the holistic concept of body and this ethos was starting to bubble up in the industry.
How have Elemis products evolved over the years?
While our bodycare products were doing well, we started to explore seaweeds and stum- bled upon our magic anti-ageing ingredient, padina pavonica. We developed Pro-Col- lagen Marine Cream in 2003 and that was the turning point from changing Elemis from bodycare to skincare And it still is our number one best-seller today. We developed the Pro-Collagen Quartz Liſt Mask, a clin- ically-trialled high performance pre-party facial, and then we developed our Tri-En- zyme resurfacing facial so we tried to tick all the boxes to help with ageing. Since launch- ing our Pro-Collagen range, our top selling products in every market are skincare.
What is unique about Elemis? The number one Elemis best-seller
We are a luxury lifestyle spa brand which is treatment-led and this is key to our success.
We back up our treatments with good home therapy prescription, good basic skincare and good anti-ageing products where con- sumers can see the diff erence aſt er 28 days. It’s high performance and clinically trialled, which very few other brands do. Other spa brands might do good massage or good skincare but commercial success comes from off ering a service that competes with the high street, which we do. Being a treat- ment-led product brand is a great advantage because it is oſt en in treatment that a great retail product is developed.
Tell us more about your product develop process?
We strive to bring products to market that are unique, innovative and cutting edge with active ingredients that are sourced globally. We spend three years developing new prod- ucts from conception to launch – it’s a long journey with many formulations before we send products to trial. If a product doesn’t get results at trial we go back to formulation. T e aim is to produce skincare that works and that has integrity.
Who is behind the brand?
Sean Harrington is the managing director. He is an entrepreneur and is inspirational to work with. Oriele Frank is director of inter- national marketing and takes charge of the marketing and language. I am director of UK sales, new product development and training, and have the creative edge. We’ve been a team for many years and have a very hands-on approach to our products. Our marketing team, product developers,
retail and spa teams are all based at our new offi ces at 1 Baker Street, London.
How many spas do you supply and where?
The Yu Spa, Four Seasons Hotel, Tokyo – the fi rst Japanese spa to launch Elemis products 40 Read Spa Business online
spabusiness.com / digital
We have 1,600 spas in 38 countries, 800 are in the UK. Elemis products are sold in 139 retail departments stores – 42 of those are
SPA BUSINESS 3 2012 ©Cybertrek 2012
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